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Industry Talk: Tale Skrunes from Knirckefritt Management

By Christian Gran Svenningsen

Tale Støyva Skrunes. (Foto: Helge Brekke)

She advises you to get out of your comfort zone, and sees a bright future for Norway

Originally from the west coast of Norway, she moved to Oslo and started working in the Norwegian music Industry in 2012. Back then she worked with events and music festivals such as Slottsfjell, Øya Festival and by:Larm before she studied Modern Project Management at Emergence School of Leadership. In 2017 Støyva Skrunes was also an intern at Music Norway offices in Oslo, which led her further into the industry.

Currently she works as a project manager for “Knirckefritt Management,” where she works closely with their whole roster. They focus on the urban scene, and have artists such as Onkl P, Admiral P, Snow Boyz, Temur and Joddski.

“I usually sum up what I do by saying that I do my best to free up time so that those who can, have time to make music I can listen to – win win,” she says.

“What has been on your to-do-list lately, and what takes most of your time?”

“One of our artists just recently released an album so I have spent most of my time coordinating and planning for the release with all that implies of planning, content creation, promotion etc. In addition to preparing the festival season, I am spending a lot of my time on Admiral P’s Zedway Foundation, an independent and nonprofit organization working towards producing and promoting African modern music.”

“The most important piece of advice you have ever received?”

“Nothing exciting ever happens within your comfort zone, so throw out the bowlines and sail away from the safe harbor.”

“Any helpful tips and tricks for a way around the industry?”

1.  The music industry can take a toll on both your body and mind, with a lot of traveling, late nights and parties, so stay healthy and know your limits.

2.  Know what you want to achieve, don’t be shy about your goals, be curious, reach out and talk to people who inspire you. And, always remember to be at the right place at the right time!

“Why Norway, why now? Where are we going?”

“In Norway we have unique opportunities to focus our creative energies towards developing careers without worrying about financial destitution, this has led many to choose to study within the creative industries and I would say that we have a high level of competence.

In recent years we have seen an explosion of internationally recognized artists and producers from Norway. This presents a great opportunity for growth, both in the industry and within society. This trend is in my view not likely to cease any time soon, however if we do not maintain the foundations for this trend and exploit it we may see it slip out of our hands.

If we develop the current climate we may see the Norwegian music industry becoming a major factor internationally.”

“Who in the Norwegian music industry deserves a high five?”

“First of all, a high five to my colleagues at Knirckefritt for both challenging, and inspiring me to reach higher! (and for dealing with my lack of chill…hehe) and my artists for keeping me on my toes and pushing me towards greater achievements.

Music Norway, thanks for your massive work on collecting and providing us with information on the movements of the international industry, and for bringing the outside world to us, with both by:Larm and Øya International.”


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